- Abercrombie & Fitch launched its Fall 2026 "Denim Made Iconic" campaign on July 30, shot in New York City by photographer Cass Bird.
- The cast pairs model Emily Ratajkowski and model Paloma Elsesser with New York Giants teammates Jaxson Dart and Malik Nabers.
- The 120-style collection, in sizes 23 to 39, is live now online and in stores.
- This extends Abercrombie's growing sports-marketing push, including its 2025 deal as an Official NFL Fashion Partner.
Abercrombie & Fitch is going back to its birthplace for its newest denim push, and this time, the New York Giants are along for the ride.
On July 30, 2026, Abercrombie & Fitch unveiled its Fall 2026 campaign, “Denim Made Iconic,” fronted by model and New York Times best-selling author Emily Ratajkowski, model Paloma Elsesser, and Giants stars Jaxson Dart and Malik Nabers.
Shot in the city by New York-based photographer Cass Bird, the campaign highlights the brand’s origin in New York City dating back to 1892.
Ratajkowski and Elsesser front the women’s looks in warm, autumnal browns and creams, while Dart and Nabers bring a ’90s-inspired edge to the menswear side, mixing button-downs and blazers with suede jackets and henleys.
Brand president Corey Robinson framed the cast as a blend of fashion and sport meant to reflect New York’s energy and versatility for Abercrombie’s customer base. The collection totals 120 styles across regular, short, and long lengths, with sizes ranging from 23 to 39.
The casting builds on a sports-marketing strategy Abercrombie has leaned into for years. The retailer became an Official NFL Fashion Partner through a multi-year deal in late 2025, a first for a league sponsor, following its 2022 launch of licensed NFL product and a 2024 tie-in with McLaren Racing.
For Dart, the shoot lands weeks after he and teammate Cam Skattebo starred in
a comedic Crocs ad ahead of training camp. Ratajkowski, meanwhile, is coming off a run of luxury bookings, including a Chanel Fine Jewelry Mother’s Day campaign with her son Sylvester and a turn alongside Kate Moss in Gucci’s “Beauty and the Bag” campaign.
Elsesser, discovered by makeup artist Pat McGrath, has built her career on Fenty Beauty, Glossier, and Nike campaigns, and previously shared a Victoria’s Secret shoot with Ratajkowski. Nabers, still working back from a torn ACL that ended his 2025 season early, brings a rising off-field profile of his own.
Takeaways
Abercrombie is deliberately blurring the line between fashion campaign and sports marketing here; instead of just licensing NFL merchandise, it’s folding two active players directly into its core denim advertising alongside established models. That’s a bigger bet than a jersey patch; it ties the brand’s identity to athletes’ Sunday performance.
Does pairing NFL players with high-fashion models actually move denim, or is it mostly a culture-and-attention play for Abercrombie? With Dart and Nabers both drawing heavily on their “New York” identity in back-to-back campaigns (Crocs, now this), is the Giants’ current roster becoming a marketing engine unto itself?
